Last week, pop star and tween icon Justin Bieber announced plans to release a women’s fragrance called Someday, a fruity floral scent that Bieber believes will bring his fans closer to him and his world. Now the video ad for the fragrance is here.

It may have all with bells and whistles, having been shot in a zero gravity facility at NASA, but the ad spot is as distracting and disconnected as a psycho flick sequence showing a girl on the verge of flipping out and becoming a teenage boy serial killer.

One minute she’s stroking her hair in front of a mirror, and then the next she’s having mental flashes of flying through the clouds with the Biebs (who by the way appears to be vertically insufficient for her “leading lady”).

That’s a lot of schizophrenic behaviour for an ad that’s meant to be seen by giggly Beliebers. And the packaging looks more than inspired by Marc Jacobs’ Lola fragrance.

The good thing about Justin Bieber’s Someday though is that the proceeds of the celebrity fragrance will go to charity. Not a popular route for A-listers as perfumes are usually released as goldmines for celebs running low on cash, but the scent’s licensee, Give Back Brands, is trying to change all that.

Set to hit the beauty shelves in the Fall, a bottle of the Biebs will retail for an affordable $35 to $55.

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La Moda Dubai is the authoritative online source for fashion, beauty and luxury catering specifically to the UAE and greater Middle East region. Established in 2010, the La Moda Dubai fashion blog was conceived to provide breaking fashion and lifestyle news as well as in-depth features that provoke the imagination of the fine living connoisseurs of the Arabian Gulf.